AT&T (NYSE: T) is shuffling its top ranks by appointing Lori Lee as the company's chief marketing officer, replacing Cathy Coughlin, who has stepped down from the role she held for eight years.

Lee

Coughlin, according to an Ad Age report, will continue to remain an employee of AT&T, serving as a consultant for AT&T Chairman and CEO Randall Stephenson. She is best known for leading the service provider's anti-texting-and-driving campaign "It Can Wait" campaign.

Lee, who has been with AT&T since 1997, recently served as the EVP of the telco's Home Solutions division. In that role, Lee led the strategy, marketing and operations for AT&T's consumer wireline organization.

An AT&T spokesman told Ad Age that it has not named a replacement for Lee.

A key part of the Home Solutions growth strategy has been its U-verse video and broadband services. During the fourth quarter, the service provider reported that U-verse revenues rose 21.9 percent year-over-year, driving up residential wireline revenues slightly by 0.1 percent to $5.6 billion.

AT&T's marketing ranks have been in a state of flux. In addition to Coughlin stepping down, AT&T Mobility's Daryl Evans left to take another position at MediaLink in October. Later, in December, Esther Lee, a senior VP branding expert who reported to Coughlin, left AT&T to take on the CMO role at MetLife.